Plastic debate: Price and convenience still outweigh consumers’ willingness to go ‘naked’

Brands big and small are working to reduce the amount of plastic they use instead offering ‘naked’ alternatives, such as loose fruit or unwrapped greetings cards, but new research suggests they’ve got a long way to go to convince consumers to make the switch.

Consumers have been quick to jump on the anti-plastic bandwagon, in part thanks to shows like the BBC’s Blue Planet II. However, if making a sustainable choice is going to cost more or be less convenient, brands will struggle to encourage people to take the eco-friendly option.

Because while 92.4% of consumers are ‘glad’ brands offer naked products, the majority (60.4%) will only take the sustainable route if it’s just as easy to buy and the price is the same, according to a survey of UK consumers conducted for Marketing Week by Toluna.

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